Upon launch, the new eCommerce website for Temperley London, the British designer label synonymous with timeless glamour, exquisite craftsmanship and collections desired by women the all over the world, was received by a number of fabulous reviews from the online fashion world;
“Plenty of sartorial surprise in store… get ready for the virtual stampede” (Vogue)
But first, let’s take a closer look at how this was achieved…
Objectives:
Firstly, a unique online destination shop had to be created, entirely different to other fashion and luxury brand websites. Secondly, best practice eCommerce functionality had to be seamlessly integrated into the Temperley brand experience. Thirdly, the customer journey had to reflect Alice Temperley’s aesthetic and the distinct style of the stores in London, Los Angeles and New York.
How we achieved them:
Within the new website, all items are displayed using an unconventional but intuitive carousel, designed with traditional rails in mind and far removed from the ‘grid’ layouts of many other online shops. Select a product from a collection/category and a wealth of content appears in scrapbook style including catwalk video, detail views, red carpet shots and design inspiration. All of this supporting media can be viewed in astonishing detail using a full-screen high-resolution product zoom, especially developed for this project.
Items can then be easily added to ‘My Rail’ without disrupting the browsing experience before either purchasing or saving for next time. A special section entitled “We Like” features Alice Temperley’s vacation photos, behind-the-scenes video footage, styling tips and music recommendations. Online visitors can also get a sneak preview of upcoming projects, see footage documenting the creative process behind the collections, and read updates and interviews which offers a unique insight into the world of Temperley.
The result:
Graphic Alliance has brought the world of Temperley to life on screen by re-creating a flash-style website using javascipt and HTML. The customer journey is unconventional yet intuitive; innovative horizontal navigation manages to maintain usability whilst maximising functionality. A huge amount of interactive content – all fully searchable and accessible by the search engines – accompanies each of the individual products and collections.
Stuart Bowler, Project Director at Graphic Alliance, said:
“the real innovation with this site is the way that all of the background supporting media, telling the brand story, has been directly associated with the products. With four collections, well over 100 runway looks, and over 600 SKUs, this has required some intense rewriting of the way eCommerce data works.”
Additional reviews:
“Browsing the new website almost compares to seeing the clothes in person, and that’s as good as it gets from your desk” (Teen Vogue)
“The latest (and very exciting) addition to the internet is here!” (Glamchic)
“The fashionista’s favourite” (Grazia)
